Marketing Report: Chik-fil-A - Market Audit, Strategy and Analysis

This report offers a comprehensive analysis of Chik-fil-A's marketing strategies, beginning with an introduction to marketing management and its application to the fast-food chain. The main body includes a thorough audit of the marketing environment, utilizing SWOT and PESTLE analyses to assess internal and external factors. The report establishes SMART objectives for Chik-fil-A, followed by an examination of segmentation, targeting, and positioning (STP) strategies, along with an analysis of competitors using Porter's Generic strategy. The report culminates in the development of a marketing strategy, incorporating the 7Ps of the marketing mix. The report covers a broad range of topics including market analysis, competitive analysis, strategic planning and marketing mix.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
An audit of marketing environment............................................................................................3
Justifications and statements for SMART objectives.................................................................5
Segmentation, targeting and positioning strategy.......................................................................7
Analysis of competitors...............................................................................................................8
Marketing Strategy......................................................................................................................9
CONCLUSION.............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management can be consider as a process that is used to implement new
methods, techniques and practices in a company. In order to establish market tools in effective
manner the management identify the potential markets for satisfying the needs of customers that
are not fulfilled. Marketing can be done in appropriate manner by developing effective strategies
through monitoring the market on constant basis. Chil-fil-A is an American fast food chain that
is undertaken in this report. Moreover, organisation is well-known for their chicken sandwiches
and they operate their business in more than 47 states. This report highlights on audit of market
by considering various macro and micro factors. In the last, an effective marketing strategy will
be developed by utilising STP and 7P's of marketing mix (Zampetakis, 2014).
MAIN BODY
An audit of marketing environment
The process of marketing audit can be defined as the development of a plan by
systematically analysis and evaluation of the business environment on the basis of internal and
external factors. In the present scenario, proper marketing audit is beneficial for analysing the
opportunities and problems in market area. So the planned activities of organisation can be
turned into action.
Micro and macro factors are the major aspects that is used by organisation to conduct the
marketing audit in an appropriate manner. So SWOT and PESTLE are the tools that is used by
Chik-fil-A which are mention as follow:
SWOT analysis
In order to understand the impact of internal factors an organisation must consider SWOT
analysis that helps the organisation to analysis the strength, weaknesses, opportunities and threats
for a specific company.
Strengths Weaknesses
 Self service model and the customer
service are the major strength for
organisation that demonstrate Chik-fil-
A as a different organisation in market
 Majority of the sale about Chik-fil-A
burgers and restaurant is gain form the
USA due to which international
presence of organisation is not possible.

(Bartlett and Ghoshal, 2015).
 Employee's of the Chik-fil-A are
getting more benefits as compare to
other organisation such as more salary
and holidays. It leads organisation to
increase their work productivity with
the help of satisfied employee's.
 The number of fast food organisation is
increasing with a rapid speed due to
which customer retention and loyalty is
most negative impact for organisation.
Opportunities Threats
 Majority of the individuals are more
focused towards healthy products. So a
wide area for the sale of chicken
product is present in market.
 In the present scenario, Chik-fil-A
retains good knowledge and
information about market due to which
it is easy for organisation to enhance
demand of products among other
countries.
 The market of UK is increasing with
rapid speed, this determines that large
of opportunities are capture by
management in effective manner.
 Many NGO are changing the
perception of customers related to Non-
veg food such as fish, chicken etc. So it
is a major threat for Chik-fil-A.
 Food industry is facing intense
competition that is directly impacting
on the profitability and sales of
restaurant products. Like price is
fluctuated due to tough competition.
 Price of products are changing with in
different countries due to which it
directly impacts on the cost of products.
PESTLE analysis Political Factors- UK is one of the developed countries among all over the world that is
following constitutional monarchy in their parliament. It results that government is able
to develop better results that makes stability in the operations and rules of country
(Brauers, Ginevičius and Podviezko, 2014). So the balanced political conditions works as
a positive factor for Chik-fil-A to operate their business in UK market.

 Economical factors- The economic conditions of the UK is far better as compare to other
countries. Like government is providing too many opportunities for the new business as it
increases the economy of country. But due to the decisions related with Brexit it is
complex for country and international organisation to manage similar profits as per to
their actual performance. Social Factors- All the social factor related with business undertakes the preference and
taste of customers that is essential for organisation to consider. In the present scenario,
due to the changing market conditions in the market it is difficult for organisation to
perform their work as per changing market conditions. In the context of UK the
population of country is positive and densely populated, so they are open for the new
business idea as it works positive positive factor for organisation (Chen and Miller,
2015). Technological factor- Technological factor is one of the major feature that is used by
organisation to perform their work at global level. With the implementation of proper
technology it is easy for the Chik-fil-A to complete their work as per the technology
changes as it is easy for them to understand the opportunities and formulate policies as
per existing conditions of market. Moreover, it is also essential for customers as well as
organisation to utilise technology because it helps them to compare products at global
level. Legal Factors- All the legislation and legal rules must be followed by the country to
complete their work as per the country basis. Chik-fil-A is operating their business at
local level so it is mandatory for them to follow and understand the rules of a country in
which management of Chik-fil-A operates their business. With the help of trading act,
international standard etc. it is easy for management to complete their work at global
level. With the help of legal factors, companies easily enhances the work performance.
 Environmental Factors- To understand the environment it is essential for management to
complete their work according to the environmental rules and regulations. All the
countries are formulating rules because it helps country to perform their work and to
ensure the local interest for organisation. In this they need to perform and ensure
operations of friendly products that increases operations and image for organisation. In
context of Chik-fil-A management its operations are not environment friendly (De Fruyt,

Wille and John, 2015). Therefore, it works as negative factor for functions and operations
of organisation.
Justifications and statements for SMART objectives
Marketing objectives refers to the goals that are achieved by the organisation in the
upcoming period. The major motive to develop objectives is to perform the operations of Chik-
fil-A towards desired results which increases market area and profits. Marketing objective of the
organisation is to generate awareness about the products and services in order to offer them
effectively in market. SMART objectives for the Chik-fil-A are mention as follow: Specific- The first objective of Chik-fil-A is to expand their business that are contributed
towards the success of organisation by providing better services and products to
customers. Moreover, management specifically wants to expand market area with 35% at
the international level. So the turnover of Chik-fil-A will be increased with in a period of
6 months. Further, it is also used by management to develop and accomplish their
specific tasks with in a easy manner. Measurable- This is mandatory for the organisation to measure all the work that is
performed by different departments of Chik-fil-A (Dow, Heslin and Mealey, 2014). In
the present scenario, large number of operations are performed by management because
they are operating their business among different states. So with the measure of all
operations it is easy for management to analyse the loopholes for their operations. Achievable- Chik-fil-A is increasing the sale of their products through increasing the
satisfaction level among their employee's. Objective of Chik-fil-A is to enhance their
market size with 35% as all employee's are satisfied due to their high pay scale. It results
objectives of the organisation will be achieved in exact manner. Realistic- In the present scenario, it is essential for management to complete their work in
minimum time period. So the organisation must recognise and focus on those goals which
are real and achieved by management in minimum period. The above objective of the
organisation is to increase their market area in UK. So they are real to achieve in the
management.
 Time-bound- All the objectives of the organisation must be accomplished in the specified
time period. This results it is for management to enhance their work performance as well
as to achieve organisational objectives in the pre-decided period of 6 months.

With the above decided SMART objectives it is easy for Chik-fil-A to enhance the productivity
as well as the profitability of the organisation (Fernandez, Le Roy and Gnyawali, 2014). Its
results with performing all operations in better way it is easy for management to gain top
position in market.
Segmentation, targeting and positioning strategy
With the implement of STP strategy it is easy for organisation to target right customer
with right place and at right time (Fraszczyk, Amirault and Marinov, 2018). By implementing
STP factor it is easy for management to compete in the market at right time by developing the
strategy according to the characteristics of the target consumers.
Illustration 1: Source(Stp marketing diagram)
Segmentation- The major role of segmentation is to decide or identify the right market
according to the basis of common characteristics of consumers. Demographic, behavioural
characteristics, life-style and geographical aspects are some of the aspects on which

segmentation of the organisation is done easily (Frynas and Yamahaki, 2016). In the context of
Chik-fil-A management segment the market by considering life-style and demographic factors
because it relates with customers taste and preference. The selected location to expand market is
UK because individuals and government both are open to accept new things in market.
Targeting- After identifying the market segment an organisation focuses on all those
aspects by which management is able to gain more profits. For a specific segment management
evaluates all segments and select those that attract more number of customers. In the last, the
selected or targeted market area for Chik-fil-A focuses on the youth such as collage going
students and health conscious individual to sale their products (Fuentes Fernández, Vriesekoop
and Urbano, 2017).
Positioning- With the positioning strategy the main motive of the management is to
prepare positive image or perception of the organisation in the mind of customers. Like Chik-fil-
A is focused towards generating positive image about their products through providing high-
quality products to customers. On the other side, with the implement of promotional techniques
such as advertisement through digital and print media, it is easy for organisation to gain
competitive edge in market.
By analysing all strategies such as segmentation, position and targeting it is easy for
Chik-fil-A to complete their work effectively. With the above basis it is analysed that with
developing or implementing marketing mix it is easy to target customers by analysing their taste
and preference. It also helps the management to complete their work in minimum time period
and to consider all needs in effective manner.
Perceptual maps is the another tool that is used by Chik-fil-A for identifying and
understanding perception of customers on the basis of various attributes that includes products,
services and brands. It helps an organisation to develop effective strategies for their operations.
Analysis of competitors
In order to analyse the competitors an organisation implement various methods or models
that is used to gain better position in market. In order to analyse the market it is essential to
implement tools such as Porter's Generic strategy (Nieves, Quintana and Osorio, 2014). It
undertakes four different strategy that are mention as below:
Cost leadership- According to this strategy the major objectives of the organisation is to
increase their sale of products by providing their products at global level. In order to control the

management it is easy for organisation to manage their work at production cost at low by
producing their products at high level. This determines by producing the products at large level it
is for organisation to perform their work as per the capability and capacity of production. It is
also used by management to reduce per unit cost. Chik-fil-A reduces the overall cost of
organisation by making their products in bulk.
Differentiation- According to this strategy, the main objectives of the organisation is to
gain competitive edge in market. It is done by providing differentiated products and services to
customers. With the implement of this differentiation strategy it is easy for organisation to
perform their work as well as to increase quality of products. In order to make differentiation in
proper manner the management brand and distribute their products in easy manner. Chik-fil-A
utilise this strategy for formulating better image in the market as compare to other organisation.
Cost Focus- According to this strategy, an organisation focuses to reduce their cost due
to which it is easy for them to enter into narrow segment of market. Along with this there are
various products are offered by Chik-fil-A, it results this is easy for management to manage cost
of their products. Due to which the organisation provides better quality products at affordable
prices in order to target customers at global level (Pasrizal, 2019).
Differentiation Focus- As per this strategy, all the objectives of the organisation is to
provide better products as well as services to customers that differentiated management and
helps them to enter into a narrow segment. Further, with the implement of this strategy it is easy
for organisation to complete their work and offer their products to specific group of persons.
Chik-fil-A utilises this strategy to satisfy the needs of specific persons.
In the context of Chik-fil-A it is easy for management to utilise and monitor all strategies
that is used by management to gain competitive edge in market. Whereas, the most suitable
strategy for expansion of Chik-fil-A is cost leadership because it is related with large number of
persons that leads an organisation to enter into market within effective manner. This also helps
the management to gain competitive advantage by providing their products to large number of
individuals at a similar time.
Marketing Strategy
Marketing strategy can be defined as an effective tool that leads organisation to formulate
strategy due tot which organisational goals and objectives are achieved in proper manner. With
the utilisation of 7P's it is easy for Chik-fil-A to expand their business in UK easily.

Basis Chik-fil-A
Product Their are large number of products are offered by Chik-
fil-A that contain chicken. Such as sandwiches, burgers
and many more. On other side, they are offering three
time meals to customers which also helps them to enter
into market.
Price The main target of Chik-fil-A products is the upper class
and middle class individuals. As it is easy for them to
invest into health care products and to pay right price for
the products (Sharma, 2018).
Promotion Their are large number of products are offered by
management but to immediately increase the sale of
products Chik-fil-A must introduce them to society. So
by promoting the products through advertisement and
social media tools better results will be gained by
management.
Place Products of Chik-fil-A are available among all cities as
their restaurant are establish among all over USA. The
selected place to expand the market is UK. Greenwich,
Scotland, Wales etc. are some of the major places to
open the restaurant because large number of professional
and students are settled in mention cities (Sidhu and
Mather, 2017).
People Collage going students and youth are the major target of
individuals. So in context of UK management also
attract this persons as they are potential customers for
Chik-fil-A.
Process Chik-fil-A is providing their products through

formulating the channel of marketing and also by
enhancing better relations with the suppliers. The main
motive of the organisation is to provide better products
with the help of implementing better process. It leads
organisation to complete their production in decided
time period.
Physical evidence All the stores which are managed by the organisation are
determine as physical evidence. It consider all items
such as bags, invoices, bills and all other items which are
related with business must be considered in effective
manner (Tias and Octavia, 2018). So long term results
will be gained by management.
CONCLUSION
By monitoring all the above report it is concluded that an organisation is easily survive in
a competitive market and environment by conducting market research in appropriate manner.
Internal and external factors are also be managed and included in this report to understand
market. In order to understand them in appropriate manner management utilise tools such as
PESTLE and SWOT in appropriate manner. SMART objectives are also prepared in this report
in order to prepare the enhance market area. Further, the 7P's of marketing is also included in this
report that leads organisation to formulate effective strategy that helps management to achieve
their objectives in proper manner and in decided time period also.

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